Harley Davidson is losing its cool

The iconic brand of conservative boomers is suffering as bike and merchandise sales fall

Harley-Davidson’s motorcycle unit is skidding dangerously, but its teddy bear business has already crashed.

On Tuesday morning, the company posted a quarterly update that was dismal all around. Perhaps most alarming, however, was a 17 per cent drop in revenue from general merchandise, a sales slump that outpaced declines in dollars derived from bikes, parts, and financing. Souvenir sales were even worse in the first quarter when it recorded a 21 per cent drop in merch revenue. The company that rides on the strength of its brand appears to be moving far less apparel, jewellery, and do-rags than it has in